Giants co-owner John Mara, left, and general manager Jerry Reese watch rookie minicamp at the Timex Performance Center in East Rutherford, N.J. on May 11, 2012. Photo Credit: Getty

The Giants' corporate relationship with Timex has taken a licking and stopped ticking.

After four years of calling it the Timex Performance Center, the Giants will announce a new title sponsor for their facility adjacent to MetLife Stadium this morning. The team has hinted that its new collaboration with the mystery company will be "a major and long-term partnership" and "focused on player health and well-being."

Whichever company has agreed to the naming rights will get a boost in publicity in February when the NFC representative for Super Bowl XLVIII trains at the Giants' facility.

The players are scheduled to report to the complex for the start of training camp Friday.

Timex was the original naming sponsor of the facility when it opened four years ago. Its corporate logo was seen on the roof of the fieldhouse (which is visible from the parking lots at MetLife Stadium) as well as on the practice jerseys of the players and the backgrounds used during news conferences.

"We appreciate the cooperation we've experienced in partnering with Timex over these past four years," Giants president John Mara said. "This is an amicable and mutual parting, and we wish Timex all the best."